BODi, formerly known as Beachbody, the OG of subscription health and fitness systems, expects positive cash flow in Q1 — the first time since 2020 — following a “transformational” 2023. The company just released its financial earnings, reporting a total revenue of $119.0 million in Q4 of 2024, compared to $148 million in the prior year period. Total revenue for the full year 2023 was $527.1 million, compared to $692.2 million in the prior year.

Despite the seemingly lackluster financial results, BODi’s executive team tells Athletech News they’re bullish on the company’s future, driven by a focus on improving cash flow and leaning into digital fitness and holistic wellness content, including an embrace of GLP-1s.

The company known for its high-energy fitness coaches such as Autumn Calabrese, Shaun T, Tony Horton and Shakeology protein shakes, underwent a major rebrand from Beachbody to BODi last year, adopting a more holistic approach to health and wellness. The move also included a major declaration from Carl Daikeler, the company’s co-founder and CEO: “Beachbody is dead.”

In place of the old and tired diet and fitness industry playbook, Daikeler explained his vision for the future — one in which a positive mindset was woven into the health and fitness experience, combatting what he called a “permanent dissatisfaction” that many consumers experience.

It’s not a quick fix, especially in a highly competitive industry, but BODi is encouraged by early results, including high search traffic volume following its makeover. Reflecting on 2023’s earnings, Daikeler says BODi’s self-described “turnaround plan” has been successful so far, with the company lowering its breakeven point and enhancing its liquidity.

“In 2024, our objective is fostering more profitable revenue streams and sustainable free cash flows, with a renewed focus on reshaping our nutrition business,” Daikeler said. “Our accomplishments in 2023 set the foundation for continued execution of our turnaround in 2024. We expect to have positive cash flow from operating activities and free cash flow in the first quarter.”

BODi has also offloaded its Van Nuys, California, production facility for $6.2 million, using the net proceeds to make a partial prepayment on its $5.5 million term loan.

BODi’s Financial Overhaul

Mark Goldston, executive chairman of BODi’s board of directors, partnered with Daikeler last year to guide the company’s transformation, drive profitability and unlock growth opportunities. He also serves as chairman and CEO of The Goldston Group and is a general partner of Athletic Propulsion Labs, a high-end performance athletic footwear company — lending his expertise to revitalize and reposition BODi back on its fitness throne.

“Since the start of the program, we are on track to achieve over $200 million in fixed costs and CapEx savings in 2024 over 2021, and introduced a more efficient sales and marketing model that aims to deliver a 1,000 (basis points) bps improvement in 2024,” Goldston tells Athletech News. “This dramatically lowers the revenue breakeven for the company. By building operating leverage into the P&L, our dramatically lower cost base has the potential to generate strong incremental profitability when we return to revenue growth.”

Last year, the company also introduced a new “Growth Game Plan” that rewards high-performing network sales partners within its subscription health and fitness system.

King of Fitness Content

Touting its extensive digital fitness library of 134-plus programs with widely-known titles such as P90X, Insanity, 21-Day Fix and Lift More, BODi is leaning into its content offering, having refined its appeal.

“We think of BODi as being the ‘Netflix’ of the digital fitness industry, and we are doing a much better job of leveraging that library,” Goldston said. “That includes creating our first-ever free BODi Previews tool that features over 120 individual workouts and allowing even more consumers to enter into our community.”

Goldston also shared that BODi is expanding its retail and direct marketing business to bring the benefits of its fitness content and nutritional products to a broader audience.

“Our BODi digital fitness app was recently named the #1 workout app last year by CNN Underscored, so we’re being recognized for the impact we’re making for modern fitness consumers,” Goldston said.

Embracing Wellness & Weight Loss Drugs

Unafraid of GLP-1 weight loss drugs, BODi instead sees a significant opportunity. 

“With over 145 million American adults categorized as overweight and more than 75 million of those people considered clinically obese, the TAM for BODi is massive,” Goldston predicts, adding that many people who are considerably overweight may experience difficulty starting an exercise program and are self-conscious about going to a gym. 

“The GLP-1 drug movement is designed to address the 145 million people who are overweight, especially the clinically obese, and we strongly believe that those drugs will unlock a major TAM opportunity for BODi largely because a large group of people will lose enough weight to safely and comfortably consider starting an exercise program in the privacy of their own home,” he continued.

Goldston also referenced the need for GLP-1 users to maintain a healthy eating regimen, which he sees as a major “boon for BODI” in terms of its meal plans and nutritional supplement offerings. 

As for BODi’s fitness content, Goldston pointed out that the platform’s fitness programs can help offset the loss of muscle mass. 

“The GLP-1 drugs have been known to have an adverse effect on lean muscle mass, and therefore, the use of programs like those contained in the BODi library will help reduce the risk of losing lean muscle mass and help people maintain and gain strength while getting their weight under control and improving their overall level of fitness,” he said.

While BODi forges ahead, fortified by its vast digital fitness content and nutritional supplements, Goldston also sees the subscription health and fitness system taking center stage to meet an even bigger trend.

“I believe that the industry has truly embraced a more holistic approach to fitness,” he said. “While there is no easy fix to maintaining a healthy life, there are benefits to a balanced approach. Consumers continue to look for guidance and that is a fundamental core principle of our approach at BODi. At BODi, it’s that balanced approach that makes us unique.”

This article has been updated.

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Les Mills has a new avenue connecting the brand to fitness enthusiasts from afar, partnering with Fitness On Demand, a worldwide digital fitness platform.

While the partnership will assist any Les Mills gym or studios lacking a bespoke or branded fitness app in a variety of aspects, its most notable benefit will be delivering in-home workouts. 

According to Les Mills, 85% of all gym members conduct in-home workouts of some sort. Fitness on Demand will help serve that extensive crowd by featuring Les Mills content packages, making it easier for members to stay active and for Les Mills partner locations to drive retention and engagement outside of the four walls.

“This partnership enables us to extend our reach and provide world-leading workouts to an even broader audience,” said Sean Turner, CEO of Les Mills U.S. “We are proud to be working alongside Fitness On Demand to elevate the omnifitness experience for our club partners and their members.”

Along with allowing partners such as Les Mills to facilitate content via their platform, Fitness On Demand also provides a fully white-labeled app to help brands better reach their members.

“Our collaboration with Les Mills is a positive step forward and aligns perfectly with our mission to make fitness accessible to more people, empowering them to lead healthier lives,” added Andy Peat, CEO of Fitness On Demand. “We are excited to see how this partnership will transform the fitness experience for our current partners, new members, their members and stakeholders.”

The deal represents an early win for Peat, who took over as CEO last fall amid Fitness On Demand’s worldwide rebrand. Brought on to help the company transition from being a pure content provider to a “tech partner” to fitness brands while ushering in expansion and innovation, partnering with Les Mills and its armada of over 21,000 partnered clubs is a large step forward. 

For Les Mills, the agreement only further illustrates the brand’s recent goal of making fitness more accessible to those outside gym walls.

While Les Mills is also leaning into in-person fitness experiences, it recently launched Les Mills XR Dance, a new virtual reality app for Meta Quest 3 that brings professional dancers into users’ living rooms. Prior to that, the brand launched Les Mills XR Bodycombat, a VR game also available via the Meta Quest 3. 

The post Les Mills Expands Virtual Reach With Fitness On Demand appeared first on Athletech News.

In the world of digital health and fitness, video content is the heartbeat of any enterprise. Offering a fresh stream of content that’s scalable to varied audiences is fundamental.

However, producing this content is time-consuming, expensive and resource-intensive. 

To do so, companies can either: hire a video production agency, which can be time-consuming and expensive; hire an internal team – also cost-intensive and unwieldy;  or utilize lower-quality stock video that likely won’t meet the needs of today’s discerning consumers.

In response to these challenges, tech entrepreneur and former Fitbit product leader Bogdan Predusca, along with former management consultant and digital innovation leader Dan Nica, have developed an entirely new infrastructure for video production that shoulders the heavy lifting, streamlines the process and yields smart, sustainable and measurable content. 

Launched in late 2020, Hyperhuman is an artificial intelligence (AI)-powered health and fitness video creation and delivery platform that automates the video production process and helps companies provide personalized, engaging content that boosts customer loyalty and drives positive health outcomes.

The platform effectively reduces cost and resources by providing a tech-assisted content production toolchain, a cutting-edge video delivery infrastructure, omnichannel export capabilities and a white-labeled consumer app.

“Start-ups, and small- and medium-sized businesses that are largely the backbone of this industry have always been challenged to create quality, scalable content,” says Predusca. “So, we set out to build a platform for companies to produce smart, quality video content with a mission to make the world’s health and fitness media accessible reusable and profitable.”

Hyperhuman serves digital companies, wellness providers, connected hardware companies, and consumer fitness companies.  

What Hyperhuman Solves For

“The video creation process is disconnected and clunky. It takes a long time,” says Predusca. “Quality is hard to manage. It’s expensive. Development is not sustainable. Content is not personalized for the user, and oftentimes the outcome is poor.”

Hyperhuman addresses these needs, and more, with a host of features including the ability to add exercise details, create exercise groups, add royalty-free music, share auto-generated social clips, and more. 

“We took our industry insights and set about envisioning what companies ultimately need to achieve and used technology to achieve it,” Predusca explains, “It’s an entirely new infrastructure for video production and delivery.”

How It Works

Hyperhuman is an open platform that uses a data-driven approach to help companies create hyper-personalized content in minutes or transform existing videos into a reusable library of smart video blocks. 

AI handles post-production, quickly generating assets in a modular format embedded with analytics so companies can gather user feedback and track key metrics such as user engagement, workout completion rates, and more. Content can be instantly published in any existing app or digital product using Hyperhuman’s public API or embeddable webpages.  

“It’s like having a dedicated post-production and video agency that is just a click away, that yields smart, measurable, amenable and highly customizable omnichannel content,” says Predusca.

Additionally, Hyperhuman offers an extensive video library of ready-to-use footage, including various workout styles, exercise demonstrations, and fitness classes. This content – produced by Hyperhuman’s elite video production partners – can be easily incorporated into workouts and programs, eliminating the time and effort of filming new footage.

In a move to enhance their client’s success even further, Hyperhuman partnered with PR firm Dunn Pellier Media in late 2023, gaining significant exposure and awareness in the market.

“We want to set our clients up for success in all ways and we continue to seek unique collaborations and partnerships like this to do so,” says Predusca.

The Future Is Personalized

“The future of fitness is undeniably heavily weighted on personalization and continually adapting to consumer needs and uses – fast,” predicts Predusca. “The utilization of AI helps to do so and will develop in many ways. Clearly, the delivery of content is evolving as well, and we are always looking at new ways of interaction and consumption.”

To that end, Hyperhuman recently partnered with a sports apparel company that delivers personalized content based on biometric data derived from technology embedded into their clothing. In the digital healthcare space, Hyperhuman is in talks with companies that are using DNA testing to deliver hyper-personalized content. 

“In the end, it’s about helping consumers to achieve better outcomes,” explains Predusca. “Fitness companies have a significant impact on people’s lives, helping the world to become fitter, more active and healthier. Hyperhuman is trying to do our part by democratizing video production and delivery and making video smart so that companies can deliver on this.”

The post With Hyperhuman, Fitness Brands Can Create Game-Changing Video Content appeared first on Athletech News.

A strategic partnership has been forged between Fortë, a fitness and sports B2B, SaaS video monetization and community engagement provider, and SweatWorks, a digital agency for the fitness, wellness, and healthcare industries, to create an omnichannel experience for fitness brands and consumers.

Together, the two companies will supply fitness brands with interactive video product experiences focusing on community engagement, wearable integrations, music, CRM integrations, AI and more.

“The future of fitness is hybrid, and a strong digital experience is crucial to engaging your members where it suits their needs,” said Lauren Foundos, founder and CEO of Fortë. “The Fortë x SweatWorks partnership enables gyms and studios to create a highly customized experience to reflect their brand, integrated into their ecosystem, while utilizing Fortë’s underlying proprietary video platform that took a decade to develop specifically for the fitness industry as opposed to tools like Zoom or other generic video hosting platforms.”

Foundos added that the expertise and industry-built tools of Fortë and SweatWorks can help brands “expedite the launch of their dream platform.”

The female-founded Fortë closed a funding round in the seven figures last year, in addition to a previous $12.5 million round.

SweatWorks, founded in 2012, has led digital innovation and product development for high-profile brands but until now has been unable to serve the “mid-market” effectively, shared Mohammed Iqbal, founder and CEO of the digital agency.

The fitness technology agency has worked with leading brands such as Equinox, Nike, Bose, SoulCycle, Strava and Beachbody.

“With the Fortë x SweatWorks partnership, we have worked on an exclusive framework to deliver the high-design, integrated, bespoke experiences we are known for at a third of the time and scope typically required,” Iqbal said. “At the same time, the partnership allows SweatWorks to introduce Fortë and its platform to even more large global brands looking for a strong digital solution.“

Update: SweatWorks was founded in 2012, not 2021, as a previous version of this article stated.

The post Fortë, SweatWorks To Create Next-Gen Digital Fitness Solutions appeared first on Athletech News.

Kicking back with something to watch and improving your health are often thought of as counterproductive activities. But Fibo, the world’s largest international trade show for fitness, wellness and health, is bridging that gap.

After six months of preparation, concept development, script writing and production, Fibo announced two new video projects, “FIBUSTED” and “Out of the Box.” The shows recently premiered before 70 guests at the UFA-Palast in Düsseldorf, Germany. While the two series differ in specific offerings, they both aim to further inspire and educate viewers.

“Video formats are becoming increasingly crucial. It’s not just about high-quality content but also the format,” said Simon Bens, head of content and marketing at Fibo. “With these two formats, we elevate our content to a new level, offering videos that are both informative and entertaining.”

Fibusted debunks myths commonly dispersed among the fitness community. Luis Benito Jörger, known from the football (soccer) podcast “Catch The Wave” and as a stadium announcer for the Hamburg Sea Devils, hosts the show. Accompanied by molecular biologist Dr. Martina Ollesch, physiotherapist Elisa Kroth, and fitness expert Kristian Kroth, he discusses proteins, muscle failure, knee pain and more. 

Out of the Box, which has episodes carrying a longer run time, focuses on the different personalities within the health and fitness realm. Its cast includes “Germany’s fittest grandma” and recipient of the TikTok Creator Breakthrough Award Erika Rischko, as well as powerlifter and coach of Team Bench Boy Maximilian Zinner, marathon runner Joyce Hübner and Hyrox athlete Felix Leistikow. They’re joined by bodybuilder and content creator Leonie Kommoss as well as track cyclist and Olympian Robert Förstemann.

The group discourse goes beyond that of your standard fitness conversation, featuring open and honest dialogue between figures with diverse backgrounds and viewpoints. There’s an element of randomness in play as well, as a box that shoots out unknown questions for participants to answer drives the discussion. 

“Our strength is bringing people together and providing a platform for experts,” said Silke Frank, event director at Fibo. “With Fibusted and Out of the Box, we’re extending this beyond Fibo. We bring together experts and personalities who, with their expertise, contribute to promoting health and, with their inspiring approach, motivate people to lead an active life.” 

Out of the Box episodes air once a month while Fibusted drops twice a month. Both can be found on Fibo’s Youtube channel.

The post Fibo Launches New Video Projects in Fitness Content Play appeared first on Athletech News.

Zumba, the biggest name in dance fitness with a 20-plus year history, has choreographed its next hit move: a new app to find and book in-person classes and take part in on-demand Zumba sessions.

To support the app’s launch, Zumba has unleashed a vibrant marketing campaign, “Zumba Responsibly,” a PSA-style ad promoting its “good addictive” approach to fitness. As rhythmic beats play, Zumba urges viewers to “just say yes” to local instructors, on-demand classes and its Zumba app. Zumba worked with Joan Studios on the campaign, according to Adweek.

“For 20-plus years, we have been producing content for our global Instructor Network to give them the tools to teach incredible classes,” Carolina Moraes, Zumba’s chief marketing officer, told Athletech News. “In the new Zumba app, you’ll see we’ve merged our unbeatable music, top instructors and superior quality content production to give students an opportunity for more Zumba classes and snackable fitness content at their disposal.”

Zumba’s app is free to download, and there is no cost associated with finding local in-person classes. For a cancel-at-any-time $19.99/month fee (or a prepayment of $179 for a year), fitness enthusiasts can access Zumba Virtual+, featuring on-demand content for all levels, including HIIT, strength training, and mobility and flexibility classes. App users can try Zumba Virtual+ with unlimited access for free for 14 days.

The app also allows Zumba enthusiasts to earn badges, track stats and make recommendations based on music preferences, dance level and intensity.  

Zumba’s latest strategy — driving consumers to live Zumba experiences — comes as fitness enthusiasts flock to in-person fitness, especially group classes. Plus, the at-home fitness hook meets the needs of busy consumers who may be unable to attend class but still want the Zumba experience at home. 

“We know from the early days of Zumba and selling DVDs to our Nintendo Wii game that sold 14 million copies, when we have a product where people can try Zumba at home, it will drive them to the in-person experience, and nothing beats a live class!” Moraes added.

Targeting New Zumba Enthusiasts  

The brand has come a long way since selling its Latin dance fitness DVDs through infomercials in the early 2000s, having entered the virtual and mixed reality workout space in partnership with FitXR, a VR workout platform on Meta Quest, last November.

More than just smooth moves against addictive beats, the fitness brand has also tapped into the powers of artificial intelligence with “choreography challenge AI,” a feature launched in 2022 that uses AI to coach Zumba instructors in fine-tuning the dance fitness moves they plan to teach. 

In an exclusive interview with ATN last fall, Zumba co-founder and CEO Alberto Perlman hinted that Zumba had plans to bring products to market in early 2024 that would expose new consumers to the brand and ultimately drive them to their local gym for in-person classes.

“Traditionally, there’s a phenomenon that anytime we launch direct-to-consumer products, we see a flood of new people into Zumba classes,” Perlman shared, perhaps predicting what’s to come with the launch of Zumba’s new app.

It’s a strategy that benefits not just the Zumba brand and its instructors, but the many fitness operators hosting Zumba classes, such as Crunch Fitness and Life Time.

Having mindfully covered all angles — at-home fitness, in-person experiences and now the Metaverse, Zumba continues to capitalize on dance fitness, a leading form of exercise. Dance workouts saw 25.16 million participants in the U.S. breaking a sweat in 2022, up from 24.75 million in the year prior, according to Statista. 

The post Zumba’s New App Brings Dance Party On-Demand & In-Person appeared first on Athletech News.

It’s becoming a bit of a cliché, but it’s true – the fitness industry is evolving fast. From the increasing role of preventative healthcare to digitalization and the other technological innovations that are changing how exercise is “consumed,” it seems that there’s constantly something new to absorb. 

Faced with this quickly changing landscape, however, it’s important to remember that the three cornerstones for success remain unchanged: facility operators still need to attract, engage and retain members. 

More Than a Workout

To keep people truly engaged, clubs have realized they need to do more than merely provide equipment and a place to exercise at a suitable price point. The modern fitness consumer is looking for a more holistic approach to fitness. One that keeps them motivated, connected and committed to their wellness journey. 

Freemotion Fitness was among the first commercial equipment companies to recognize this, well before the COVID-19 pandemic. It acknowledged that engaged members are much more likely to both achieve their fitness goals and also remain loyal to their chosen fitness facility. 

As part of the iFIT family of companies, Freemotion was in a perfect position to come up with an innovative approach, combining best-in-class equipment with the world’s leading fitness technology solution. It launched a revolutionary, interactive cardio line – the 22 SERIES – in 2020, which seamlessly integrates with the iFIT digital platform. Using the two elements (digital and equipment), gyms and health and fitness facilities are now able to create a groundbreaking omnichannel service that redefines the fitness experience.

Understanding Member Engagement

The 22 SERIES machines go beyond traditional cardio machines. As engaging the user was at the heart of the design process, each piece of equipment in the 22 SERIES incorporates cutting-edge technology that transforms a workout into an interactive and immersive experience. 

The machines feature a vibrant and responsive touchscreen with access to the full iFIT library of exercise experiences. Via iFIT, users can access a plethora of workouts, virtual landscapes and training programs, creating a personalized and engaging exercise routine. Each 22 SERIES machine also features auto-adjusting technology that controls the speed, resistance, incline or decline in sync with the on-screen coach’s command and route topography. As there is no need to manually adjust the machine, the user can focus on their workout and maximize their training outcomes.

“For facility operators, the crucial aspect is how all the innovations included in the 22 SERIES are geared to work towards one result – to keep the exerciser engaged and reaching their goals,” says Adam Guier, VP/North America Sales at Freemotion. “The on-screen vivid imagery and motivational coaching, delivered by iFIT’s team of world-class trainers, are matched by the equipment’s revolutionary auto-adjusting technology. While on a 22 SERIES machine, exercisers can transport themselves anywhere in the world, choosing a location or terrain and a level of workout they enjoy the most. From running along the beaches of Hawaii to cycling through the streets of Paris, users can escape the monotony of traditional workouts and stay motivated and educated by exploring different environments.”

“There is also data-driven personalization, thanks to each user having their own iFIT membership. Leveraging the platform’s power of technology, the 22SERIES tracks users’ performance and progress,” Guier adds. “The data can then be utilized to choose future workouts, ensuring that each session is challenging yet achievable. The ability to see tangible results fosters a sense of accomplishment, driving sustained engagement.”

iFIT Integration & Omnichannel

At the core of Freemotion’s member engagement strategy is a seamless integration with the iFIT platform. It is a dynamic fitness ecosystem that connects users with world-renowned trainers, provides interactive workouts and fosters a sense of community.

“Thanks to iFIT, Freemotion’s commitment to member engagement extends beyond the gym floor,” Guier remarks.” Rather than ‘just machines,’ Freemotion can offer fitness facilities with a ready-made omnichannel solution to offer their members.”

“A true omnichannel solution means shifting away from a purely brick-and-mortar offering and creating a ‘club without walls,'” he adds. “It means providing all the fitness options that consumers expect to have at their disposal.”

To deliver a successful omnichannel experience, it’s essential that operators provide their members with plenty of touchpoints and opportunities to engage in workouts to keep them connected with the club and its brand. All touchpoints need to be connected in a coherent way so that members can move seamlessly between channels without encountering any obstacles or off-brand experiences.

As well as accessing iFIT at the gym via Freemotion, members can also access their iFIT at home via NordicTrack and ProForm equipment, and on the go via the iFIT app. 

“For example, a member can start a 12-part running adventure on the Freemotion 22 SERIES treadmill at the club, then they can continue their journey on their iFIT-enabled home fitness equipment – or by using the app, listening to their coach as they take their exercise outdoors,” Guier says. “Wherever they are, members can access a seamless, interactive and multi-sensory fitness experience at their gym, their home, via their phone or on their tablet. This means they will have a personalized experience which is linked to their individual iFIT profile – which facility operators can use for further engagement.”

Trust the data

The claim that Freemotion and the iFIT platform achieve results for clubs is backed by data. Clubs with iFIT-enabled Freemotion equipment record more exercises (10.5 workouts per month, compared to the national average of 8.5). 

“By choosing Freemotion and iFIT, facilities are also tapping into a huge, existing resource,” Guier says. “iFIT’s 8-million members stream 2.2 million hours of content each day globally. In other words, iFIT is a readymade omnichannel ecosystem; operators can simply plug in and play to connect with members, drive engagement, and secure retention within their facilities.” 

“By embracing technology, personalization, and an omnichannel approach, Freemotion Fitness has not only set a new standard for the fitness experience but has also positioned itself as the market leader in fostering sustained member engagement,” Guier concludes. “In a world where staying fit is not just a trend but a lifestyle, Freemotion stands out as a beacon of innovation, motivating individuals to embark on their fitness journeys with enthusiasm and dedication.”

As the fitness industry continues to evolve, Freemotion remains at the forefront, continuously pushing the boundaries of what is possible in the pursuit of healthier, engaged and fulfilled lives.

The post Engagement Through Enthrallment: The Key to Acquiring (and Keeping) Members appeared first on Athletech News.

Cori Lefkowith, founder of Redefining Strength, Mission Viejo, California, is passionate about empowering clients through health and fitness.  She opened her dynamic, in-person training facility in 2014, and then started carving her own niche in the industry. Her career growth involved taking traditional gym concepts, making them relatable and extending her influence into the digital realm.

Her journey from launching a local gym to becoming a digital fitness pioneer is a testament to her dedication to her craft. Lefkowith’s philosophy revolves around making fitness accessible, enjoyable and effective for everyone — regardless of their starting point. Her approach goes beyond workouts; it’s about cultivating a supportive community and fostering a deeper understanding of wellness.

Athletech News spoke with Lefkowith about how her original vision of a fitness community evolved into a diverse and expansive operation, and how her personal values and professional strategies have shaped the lives of countless individuals.

This conversation has been lightly edited for clarity and length.

Athletech News: You began with an in-person training facility, which rapidly evolved into multiple successful ventures. Was this always your goal, or was the evolution more of a surprise?

Cori Lefkowith: Initially, my goal was purely the in-person gym. My vision was to create a space where clients could feel empowered, enhancing their health and fitness in a supportive community environment. And I was keen on doing it my way, hence the gym. As a bit of a control freak, I quickly realized that seeing clients for an hour, even up to 5 or 6 days a week, wasn’t quite cutting it. I wanted to extend my support beyond the gym, addressing more than just their workout routines.

This is what led me to start writing blogs, making YouTube videos and developing digital programs. I aimed to provide them with resources and support around the clock, to facilitate change whenever needed. Observing the effectiveness of these tools with my in-person clients, I began to broaden their accessibility online.

At the onset of building the online aspect of the business, I focused on offering ready-made digital programs. However, I soon noticed that I lacked the means to ensure clients were actively using what they purchased. This realization prompted me to create my coaching program. As it grew, I saw an opportunity to help my trainer friends secure fulfilling jobs while providing my clients with the support and attention they deserved. It was a win-win for everyone involved!

ATN: What are the primary obstacles or mistakes that prevent trainers from succeeding?

CL: As trainers, we have a passion for exercise and nutrition. However, not all our clients share this passion, at least not initially. Many come to us feeling overwhelmed, intimidated and bombarded by fad-diet clutter.

A common mistake I see among trainers is attempting to sell these clients on a lifestyle drastically different from their current one, sometimes even instilling guilt, which I believe hinders clients from making a change. This isn’t done intentionally; it’s more about prioritizing what’s “right” over the client’s immediate needs.

Trainers often push standards that don’t seem realistic or sustainable for those just starting out, creating a disconnect that can impede meeting clients where they currently are. This not only limits business growth but also the potential to help people change. The more focused you are on the individual client’s needs, rather than an ideal or where you want them to be, the more effective you’ll be in facilitating their embrace of change.

ATN: You’ve successfully harnessed social media. What resonates with your audience about your content?

CL: The most frequent compliment I hear, which I also strive for, is that I’m “real.” I don’t shy away from being vulnerable or sharing my experiences, nor am I afraid of criticism for my opinions, which may deviate from some industry standards. But I also don’t make my content about me. It’s about normalizing the difficulty of the journey and showing that change is achievable. My approach combines education with a genuine presentation that reflects all facets of the experience.

ATN: Do you have any tips for trainers looking to succeed on social media?

CL: For trainers starting their online journey, I suggest focusing not on themselves or their achievements, but on what they can offer others. Share your knowledge generously, don’t hold back and address the real questions your clients have. Use their language to connect with them, meet them where they are and educate them further as they gain confidence and trust in you.

It might feel like giving away too much for free, but this generosity is what convinces clients that you are the right fit for them. Want to stand out? Give honestly and earnestly of yourself, wow them and show them you can truly be the support they need.

ATN: Is functional fitness still a primary focus of your programs? What about this approach appeals to most people?

CL: Functional fitness remains a central focus of my programming. My aim is for clients to not only look their best but also feel and move their best throughout their lives. I advocate for quality of movement and independence in daily life. However, my definition of functional fitness has evolved. I no longer limit it to specific training methods but see it as an intentional approach to movement and quality. The mind-body connection is crucial. We emphasize proper form and movement patterns, as well as muscle recruitment patterns, to ensure correct execution of movements. While I incorporate specific movements tailored to each client, I do so in ways that align with their preferred training styles.

Consistency is key to results, and people won’t consistently engage in activities they dislike. This approach makes the sessions enjoyable, built on fundamental movements that are beneficial, combined with diverse techniques that keep things interesting and engaging. My goal is to empower clients, ensuring that part of their workout experience is not just about performing exercises but also understanding why they’re doing them.

ATN: Looking forward, can you share any insights on your plans to expand or offer new services?

CL: Our business is in a constant state of evolution, always aiming to align with what our clients need. For 2024, we’re particularly excited about introducing new nutritional programs, developed in collaboration with our expert dietitians, like Michelle Alley.

We’re also planning to extend some of our internal training programs for coaches to trainers outside our organization. I believe being a coach is one of the most rewarding jobs, with the potential to profoundly impact others’ lives. Our focus is to reach clients in ways that genuinely help them achieve lasting changes, and we’re continually adapting our offerings to ensure this.

The post Trainer Talks: Cori Lefkowith Embraces Online Fitness, Social Media appeared first on Athletech News.

Endless doom-scrolling on TikTok may soon be replaced with inspiration to move and get fit, after Peloton struck a deal to place its fitness content on the uber-popular short-form video platform with a staggering one billion users. The exclusive partnership has already moved investors, with PTON shares surging around 14% on Thursday after the deal was announced.

Peloton will deliver its workout content to TikTok users in a new fitness hub dubbed #TikTokFitness Powered by Peloton, a dedicated and co-branded space to inspire TikTok users (60% of whom are classified as Gen Z) with live Peloton classes, instructor series, creator partnerships, class clips and celebrity collaborations.

“Peloton and TikTok both move at the speed of culture to better serve our respective audiences,” said Oli Snoddy, vice president of consumer marketing at Peloton. “We collectively recognize the way people engage with fitness is constantly changing. Our team is excited to complement TikTok’s already burgeoning fitness content by introducing the magic of Peloton to new audiences and in completely new ways.” 

The deal comes less than a year after Peloton’s notable rebrand, which saw the connected fitness company move away from hardware in favor of its workout content and accompanying app. The deal with TikTok marks the first time Peloton will produce social content outside of its own channels. 

“When it comes to the fitness category, we have thousands of communities coming together to connect on everything from #thefitnessjourney to bonding as #runnersoftiktok,” said Sofia Hernandez, global head of business marketing at TikTok. “We’re thrilled that this partnership will bring inspirational fitness content and entertain Peloton users who come to TikTok to learn, connect with instructors, share fitness journeys, and find community.”

Peloton’s Gen Z Push

Although Peloton’s refreshed branding seems to have exposed the brand to new fitness audiences, the connected fitness company has struggled to convert free app users into paid subscribers. Ever the optimist, CEO Barry McCarthy assured investors on Q1 FY2024’s earnings call that with the company’s investments in its Bike rental program, a growing international presence and various partnerships (as seen with Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA) Peloton is “making a large bet” on growing its app subscribers this year.

The company’s latest move — partnering with the top-ranking app of the modern era — will further democratize its brand and promote accessibility to its fitness content with Gen Z, also known as “The TikTok Generation.” The new partnership follows a special report Peloton released that covers the fitness preferences of Gen Z, along with other insightful data on some of its newest consumers. 

Peloton also recently welcomed Lauren Weinberg as its new chief marketing officer following the departure of former CMO Leslie Berland, who oversaw the connected fitness company’s rebrand. In her new NYC-based role, Weinberg is now leading Peloton’s brand and product marketing, growth marketing, creative, consumer insights, membership and global communications. McCarthy has credited Peloton’s new CMO for her growth-first mindset and focused approach to scalability.

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Created in 2013 by Katia Pryce, dance workout concept DanceBody has been growing and thriving for a decade, with a global streaming presence, physical studios in New York, Los Angeles, Miami, and a summer residency in The Hamptons.

At its core, DanceBody remains dedicated to providing an effective and enjoyable workout that evolves alongside its tight-knit community. The brand’s edge lies in its methodology, ensuring consistency across classes and choreography. Its emphasis on community, whether in-studio or through streaming, also plays a pivotal role, underscored by innovations like two-way cameras and chat features that break down barriers between at-home and in-studio clients. The brand also tackles misconceptions surrounding pregnancy and fitness, with a commitment to educating and supporting pregnant clients through tailored pre- and post-natal modifications.

Athletech News spoke with Pryce, who serves as DanceBody’s CEO, to learn more about her background, the DanceBody brand and her future plans for the fitness company.

This conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us about your background and your inspiration for founding DanceBody?

Katia Pryce: DanceBody started very organically. As a professional dancer, I was searching for a balanced workout that combined challenging cardio with functional strength training, while also maintaining the long, lean lines of a dancer’s body. It was a tall order. Whenever I was dancing, I noticed my body looked and felt very different from my typical gym workouts. It became clear to me that dance, when paired with functional strength training, was the secret to athletic strength and the aesthetic result I was searching for. I soon discovered that others wanted that same result. I started training clients one-on-one, and that soon turned into sold-out classes.

I officially launched DanceBody in 2013, and now, 10 years later, we have streaming clients globally and studios in New York, Los Angeles, Miami, and a summer residency in The Hamptons. From concept to launch, DanceBody has always been about an effective and fun workout that continues to evolve with a tight-knit community. 

ATN: What differentiates DanceBody from its competitors in the dance fitness space?

KP: Dance workouts stand out because they are fun while also being wildly effective for your overall health. Not to mention, it’s a workout for both your body and brain. What differentiates DanceBody is the methodology behind the movement. From our classes to our choreography, everything is carefully crafted so that it can be replicated – as opposed to relying on a singular trainer’s POV. Wherever you go to class, you will experience the same moves. Our choreographed dances change out every three months so that our clients get a chance to truly practice, perfect and perform the movement. This produces the best results.

Additionally, we have several classes that are “non-dancer” friendly, like Sculpt and DanceHIIT, that offer a foundational level of cardiovascular and muscle strength, without any fancy footwork. I’ve also created proprietary equipment for our classes that you won’t find anywhere else, such as the hexagon-shaped HexMat and HexWeight. With each side numbered one through six, no matter if you’re taking a sold-out class or at-home via DanceBody LIVE, you know exactly how to move.

ATN: How do you cultivate community in a hybrid fitness environment?

KP: Community is at the heart of everything we do at DanceBody. And that’s easier to cultivate in-person than digitally, which is why we made a huge effort to enhance our streaming experience. I launched our streaming service in 2016, well ahead of the at-home fitness boom. However, everything changed when COVID hit. All of a sudden, we understood that DanceBody is so much more than getting a great sweat, it’s about people connecting with each other daily – no matter what’s going on. That had a huge impact on our community. Plus, my co-founder, Courtnay (Mariani), and I showed up to teach every single day of the pandemic, and that spoke louder than any words. Our clients were relying on us to show up. Now, we have features such as two-way cameras, the ability to chat to trainers before and after class, and the access to build workout “crews” to stay accountable. This functionality has broken down the wall between at-home and studio clients, making our community even more inclusive. 

ATN: What drives the hiring process at DanceBody?

KP: At DanceBody, we have a saying, “Nice people dancing to good music.” That can only happen with exceptional people leading the way. In addition to a trainer’s ability to dance, move and train, we look very closely at their EQ, Emotional Intelligence. The DanceBody classes demand so much that you really need a friendly face, encouraging you forward. Dance is a new modality of movement for most people, therefore it can feel super intimidating. Our trainers must have a unique ability to nurture new clients along – and that kind of thing you can’t teach. A lot of people talk about community, but we really celebrate ours by spending so much time and attention on our teachers.

ATN: Why do so many misconceptions remain about pregnancy and fitness, and what can those in the industry do better?

KP: Sadly, even today, so many parts of a woman’s health journey are misunderstood. Built on decades of fear, secrecy, and myth – even many women don’t fully understand what their bodies are capable of during an amazing time like pregnancy. I felt it was important for me to share my pregnancy journey openly to show how consistent activity can help relieve aches and pains, boost your mood, enhance sleep, and decrease anxiety and depression.

Of course, every pregnancy is very different and unique. However, movement shouldn’t stop the moment you become pregnant – it’s not as if you turn into some fragile thing. A woman’s body is built for pregnancy, and the fitness industry should embrace and celebrate this more in their classes – as opposed to being afraid of it. It’s a disservice to make a pregnant woman feel “scared” or “less than” during a workout, and trainers in the industry need to be well-versed in pre and postnatal modifications. During my pregnancy, I filmed 30-plus videos for our pre and postnatal category on DanceBody LIVE so that both mom and baby can feel great through every trimester.

ATN: What can we expect to see next from DanceBody?

KP: The landscape of fitness has changed so much in the last few years, however, much of it still remains the same: people want to move TOGETHER. And now, post-pandemic, that sentiment is stronger than ever. In light of that, we’ve been building more in-person experiences to bridge the virtual to in-person gap, such as our annual DanceBody Retreat in Mexico.

Additionally, as our clients continue to evolve, we are evolving with them. In the last year, we’ve launched several new low- and no-impact classes such as Sculpt +, Hip Hop Hits and Strength & Stability. Last, connecting with synergistic media partners, such as Alo Moves, has been a great way for us to spread the DanceBody program.

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Americans are ready to pack their bags and take a trip this season, and Crunch Fitness is along for the ride. The fitness franchise has launched a special travel workout series on Crunch+, its digital platform. 

Inspired by a recent Vacasa survey revealing that 60% of consumers plan to travel this fall, and 71% intend to travel more frequently this season than the year prior, Crunch+ has created the following workout programs designed to keep travelers engaged and fit:

• Carry-On Conditioning – a 20-minute workout designed to increase energy and focus and shake off jet lag
• Plane Ol’ Stretch – a 10-minute stretch routine you can do from the comfort of your own plane seat
• Hotel Circuit Party – a 15-minute workout to shake off jet lag, using your luggage and hotel furniture

Marc Santa Maria, Crunch’s vice president of group fitness, developed the travel-themed workouts for a recent segment on “Live with Kelly and Mark” and Crunch+ videos.

Blending fitness with travel is a natural fit, says Santa Maria, especially as consumers seek activities promoting health and well-being.

“Travel and fitness are going to merge in even more immersive ways with excursions and destinations planned around wellness and out-of-the-box fitness activities,” he tells ATN. “This is because the days of simply visiting a new location, seeing sights, and eating new foods aren’t enough for people anymore. Taking the time to do activities that are good for our bodies, minds, mental health – and even our spirits – is now a priority. We know more about longevity, how to counter aging and stress, and ways to integrate fitness and wellness into our travel plans.”

He references the many fitness experts creating and curating their own travel experiences around health and movement.

“It’s not just yoga teachers planning yoga retreats anymore,” Santa Maria points out. “I was just with a dance instructor from Sweden who brought over 25 Swedes to take a week of dance classes in NYC for their annual Dance Detox trip. I have another former Crunch instructor friend who is taking a group of travelers to do martial arts and meditation in Croatia in 2024. It’s really the norm now to have a trip like this planned.”

Santa Maria confirms that Crunch has other vacation-related initiatives on the way, including video workouts on Crunch+ that can be performed on the beach, in the sand or even on the slopes.

“We are looking at mindfulness, breathing and myofascial release workouts for when on the go to counter any travel stresses,” he shared. “In addition to being available on Crunch+, these will likely be featured in some of our signature locations in the new year.”

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Update: The headline in a previous version of this article misstated the nature of the announcement made by Xponential and Lululemon. The sides will be continuing their retail partnership. Peloton is now the exclusive content provider for Lululemon.

Although Lululemon has forged a five-year strategic partnership with Peloton and is phasing out its connected fitness Mirror, the brand confirms it is continuing its relationship with Xponential Fitness.

“While Lululemon will strategically move away from providing all partner content on Lululemon Studio after October 31, 2023, we very much look forward to continuing partnering with Xponential Fitness and their local studios around the world,” said Celeste Burgoyne, president of the Americas and global guest innovation for Lululemon.

“We are pleased to continue our successful retail partnership with Lululemon, and we look forward to deepening and expanding our collaboration,” said Anthony Geisler, founder and CEO of Xponential Fitness.

The news comes on the heels of Xponential Fitness sharing some major news of its own, introducing a virtual and mixed-reality app on Meta’s new Quest 3. The deal with Meta provides Quest users with access to the boutique fitness franchisor’s popular brands while delivering an authentic virtual fitness experience.

Lululemon and Xponential renewed and expanded their partnership earlier this summer, giving fitness enthusiasts access to additional Xponential-branded workouts from Pure Barre, Rumble Boxing, AKT and YogaSix on the Lululemon Studio platform.

Xponential’s partnerships have proven successful, with the company having inked deals with LG, Aktiv Solutions and Princess Cruises. In an exclusive interview with Athletech News, Xponential’s president, Sarah Luna, confirmed that the boutique fitness franchisor will continue to leverage its partnerships to increase brand awareness and drive new members into franchise studios.

On Wednesday, Lululemon and Peloton announced a five-year strategic partnership focused on content and apparel. As part of the deal, Lululemon will become Peloton’s apparel partner, and Peloton will create exclusive digital fitness content for Lululemon Studio starting early next year. Lululemon is officially discontinuing Mirror as part of the deal.

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After abandoning the connected fitness ship and pivoting to app-based experiences, Lululemon and Peloton have teamed up in a five-year global partnership to reach a combined 20 million members and guests. Lululemon is also finally shutting down its connected fitness Mirror, which it will discontinue before the end of the year. 

The news has caused shares of Peloton to soar despite recent issues surrounding recalls and a decline in subscribers.

As part of the deal, Lululemon will become Peloton’s apparel partner, and Peloton will create exclusive digital fitness content for Lululemon Studio starting early next year.

Times have clearly changed for both companies, especially in terms of apparel. In 2021, Lululemon accused Peloton of patent infringement regarding its apparel designs. The two ended up negotiating a mutually agreeable settlement last year.

The partnership could prove lucrative, allowing each company to focus on its original core ambitions: Lululemon with its popular apparel and Peloton’s expertise in fitness. Each had tried to push into the other’s lane, which didn’t take off for either company. 

Mirror, Lululemon’s $500 million attempt at connected fitness, ended up underperforming, resulting in a $443 million impairment charge. Despite offering it for sale at a steep discount, Lululemon has reportedly been unable to find a buyer for Mirror. Lululemon Studio, the brand’s digital fitness unit, felt the effects, with 100 Studio employees receiving pink slips this summer. 

Peloton, on the other hand, slashed its sales projections for its apparel line in 2022. 

Now, the apparel and fitness giants plan to engage their global communities with technical athletic wear, real-life experiences, special programming and original content in the U.S., Canada, the U.K., Germany and Australia. 

The deal also sees some select Peloton instructors becoming Lululemon ambassadors.

“We’re excited to collaborate with Peloton to connect with our highly engaged communities across North America and in markets around the world,” said Celeste Burgoyne, president of the Americas and global guest innovation for Lululemon. “As a leader in technical athletic apparel, this partnership will create a powerful product offering for Peloton members and fans. Our two companies share a vision to advance well-being through movement, and this partnership ensures our Lululemon Studio Members will have access to the most expansive and dynamic offering of fitness content possible.”

Starting October 11, 2023, Lululemon’s co-branded apparel product lines will be available at Peloton’s retail stores and online in the U.S., U.K. and Canada before becoming available in all five of Peloton’s global markets by March 2024.

The apparel will launch over three new events during Peloton on Tour, debuting during an activation in Chicago starting on October 5. 

On November 1, all-access members of Lululemon Studio will be able to access Peloton’s classes as Lululemon ends its digital app-only membership tier. Content will be updated weekly on the Studio device and app, with new Studio content produced by Lululemon through spring 2024. Those who sign up for Lululemon’s free Essential membership program can also access exclusive Peloton content.

The post Peloton, Lululemon Partner on Content as Mirror Gets the Ax appeared first on Athletech News.

Back in the halcyon days of 2019, most fitness enthusiasts worked out at a gym or studio. When many gyms were forced to close in early 2020, people rushed to install home gyms, sending sales of workout equipment through the roof. People were also leaving the cities to get more space, allowing the home gyms to hold more gear.  Peloton, Hydrow, Tonal and others enjoyed meteoric growth.  

Many industry watchers thought there would be a crush of gym members returning to IRL workouts once gyms and studios reopened, reasoning that people would miss the camaraderie and intensity of working out in the same room with an instructor and other people. The general feeling was that once people returned to the office, they’d go back to their old fitness ways, and that spin bike in the home office would become little more than an overpriced clothes rack. 

Then an interesting thing happened. People decided that, just as they weren’t willing to go back to the office five days a week, they didn’t want to go back to the gym full-time either. McKinsey & Co. reports that the number of people doing hybrid fitness routines grew by 41% between 2020 and 2022, with many claiming that hybrid training returns better results than just doing in-home or in-gym workouts. And, according to research conducted by on-demand fitness leader Les Mills, almost 60% of fitness enthusiasts now prefer a 60/40 split between gym and home workouts.

Although most people admit that working out in the gym helps keep them motivated and results in longer workouts, working out at home is a great convenience tradeoff, and allows one to exercise more frequently, efficiently and cost-effectively. 

There is growing evidence that hybrid workouts remove a lot of the friction around exercising by eliminating the time to drive to the gym, find a parking spot and wait for a piece of equipment to be free. They offer flexibility and a more varied menu of workout modalities, a huge draw for the Millennial and GenZ fitness enthusiasts that comprise the majority of gym members today. Hybrid workout routines also keep that exercise bike purchased during COVID from completely going to waste!

More Gyms Offering a Branded Omnichannel Experience 

Gyms and clubs, which for years have been using tech solutions for the back end of the business to enable easier class registration and membership management, are now using more consumer-facing technologies to capitalize on the growing demand for digital fitness offerings as a complement to traditional brick-and-mortar gym membership.

Gym and studio operators are engaging their members through multiple physical and digital touchpoints to offer digital experiences that can be used alone or in combination with their physical gym memberships. Much like the retailers who offer both brick-and-mortar and online shopping to their customers, gyms are now allowing, even encouraging, their members to work out wherever, whenever, and however they choose. 

Boutique fitness brand Barry’s offers Barry’s X, a subscription-based community-driven digital fitness experience that the company calls the “first and only one of its kind.” Featuring both live and on-demand classes across web and mobile apps, Barry’s X brings the brand’s signature Red Room intimacy, atmosphere and camaraderie to its members’ screens wherever they are.

“Barry’s clients who utilize our digital product, Barry’s X, are significantly more engaged with the brand overall, said Jenna Hauca, senior vice president of digital and marketing at Barry’s. “This year, Barry’s X users have 4 times more in-studio check-ins compared to our in-person-only client base. This proof point further amplifies our belief that an omnichannel client is the most valuable to our business.”

The Barry’s X LIVE classes enable users to sign up, keep themselves accountable and join a live fitness experience with up to 200 other Barry’s members. The LIVE class experience offers users the ability to have their camera on to share their video with the instructor for real-time training. Users can also share their feed with just their friends in the class, or to the entire community – a true simulation of the IRL Red Room experience. The on-demand library offers users the opportunity to take their favorite instructor whenever, wherever they like, with different class lengths available.

The larger gym brands, many of which cater to a young, cost-conscious crowd, are also gearing up with digital. 24 Hour Fitness offers the 24hrGo app, which allows members to check into the gym with a QR code, make class reservations, track progress by connecting a wearable and stream thousands of workouts to do in gym or at home. 

According to Crunch CEO Jim Rowley, research has shown that fitness consumers will continue to take a mixed approach to their fitness routines.

“In response to this trend, we have launched Crunch+ to deliver quality on-demand and live-stream workouts to give members more options,” Rowley said.

Self Esteem Brands CEO Chuck Runyon said consumers today expect personalization.

“The smartphone is the single, most important piece of equipment in the wellness space,” Runyon said. “They might only visit your studio or gym a couple of times a week, and so our brands need a way to offer content that is compelling to the consumers we serve and keeps them engaged in our brand. Anytime Fitness can be with anyone, anytime, anywhere, and we can provide that coach in your pocket when you’re not inside the gym or club, sending you those nudges for better behaviors, and showing you your biometrics and outcomes. We’re using technology for good, not to replace people.” 

Not surprisingly, wearables are playing a role in hybrid fitness. Planet Fitness launched its fitness app long before the pandemic hit but has significantly grown its digital offerings since then. The Planet Fitness watch app allows members to “have a gym on your wrist.” Their app also offers an in-person crowd tracker, which is particularly helpful if you don’t want to wait in line for the cable towers. Life Time offers its most popular classes in video format so that members can work out at Life Time anytime and anywhere, and offers access to Apple Fitness+, which is often accessed on the Apple Watch. 

Creating an on-brand virtual experience requires investment by gym owners, who must ensure that the virtual experience is on par with the in-person workout. Zoom will no longer get the job done. As members move across the physical and digital spectrum of the gym’s offerings, they want to have a consistent, on-brand experience from start to finish. And the smart gym owner will capitalize on the opportunity to track and learn from the members’ activities.  

Some gym operators are collaborating with established online fitness brands to provide virtual workouts to their members. Fitness International, owner of the LA Fitness, Esporta Fitness and City Sports Club brands, offers its clubs’ members Les Mills+, a new streaming platform that can be added to a gym membership for on-demand workouts. Fitness tech leader ABC Fitness Solutions also recently announced a new partnership with Les Mills that makes the group fitness giant’s on-demand video classes available to ABC customers. Club operators can offer Les Mills classes such as Bodypump, Bodycombat and Les Mills Grit, among others, to their members both virtually and in-club. 

Tech Solutions Providers

A growing number of tech companies and content providers have entered the digital fitness space, offering a myriad of software solutions that add powerful digital capabilities to a gym’s list of services. 

Fitness tech leader Mindbody’s Virtual Wellness platform enables its gym and studio customers to deliver live-streamed and recorded workout classes to their members.  

Netherlands-based Funxtion helps gym operators keep their members engaged with customized digital fitness content. The company has created over 2500 exercise videos for 500 virtual classes in more than 1000 of its gym customers, including Anytime Fitness, Sportcity, Puregym, Goodlife Fitness and Kubofit.  

UK-based fitness tech brand Wexer, whose parent company  Core Health and Fitness, also owns the Schwinn, Nautilus and Stairmaster brands, acquired Intelivideo earlier this year. Wexer’s Virtual Connect platform allows its gym customers to make its content available to its gym partners, most of which are in Europe. The Intelivideo deal will expand its content-creation capabilities and presence in the U.S. market.

Eight-year-old Fortë is a subscription-based streaming platform that provides access to avant-garde boutique studio classes instructed by leading fitness experts worldwide. Fortë installs hardware and software into boutique studios, which enable the classes to be streamed live to Fortë’s platform.

The Gamification Angle

Some solutions are based on gamification to drive community and engagement. New York-based Swerve is a global fitness and competition platform that aims to turn underutilized group exercise rooms at gyms, hotels, residential buildings and schools into packed digitally-enhanced competitive fitness experiences for their communities. From its New York City studio, Swerve streams classes conducted by world-class instructors to big-screen TVs throughout the world. The company has teamed up with Marion Roaman, one of Peloton’s co-founders, to develop its Cycling product, the first sport in its collection, and expects to roll out additional fitness modalities beginning in 2024.

Swerve draws on the power of community via its team-based methodology, a gamified experience whereby each location is its own team, competing (globally) against other locations in real-time, which provides a fun, inclusive, highly immersive, and inherently community-building experience.

Swerve CEO and co-founder Eric Posner said his company “does not replace existing instructors at gyms.”

“We are a supplement to the schedule of existing classes, enabling gyms to go hybrid, offering classes on the hour, every hour, packing schedules with offerings and solving key profitability challenges for gyms due to labor shortages and the difficulties scaling top talent,” Posner said. “We work with some of the largest gym chains in the U.S., streaming into Crunch, XSport, YouFit, YMCA and Mountainside Fitness. In addition, we are in active negotiations and/or pilots with more than 15 additional brands and expect to be streaming to over 100 locations by the end of 2023.” 

Posner reports that so far this year Swerve has proven to drive up to six times more bookings and deliver four times more classes per day at its partners–at about 15% of the cost.

Swerve, whose three co-founders worked in investment banking before starting the company, was just selected to receive an investment from the Techstars Los Angeles business accelerator.  

With so much investment pouring into fitness technology, and new solutions propelling the industry into a new physical/virtual hybrid normal, a few things seem certain. First, the innovation will continue, with the companies behind each innovation strongly believing that their concept will prevail. Second, there will be a few winners but many more who don’t make it. Only time will tell how and when this shakeout will happen. And third, with all the options now available, it’s a great time to be a fitness and wellness consumer and an exciting time to be in this industry.  

The post Hybrid Fitness Is Here To Stay (and More Tech-Enabled Than Ever) appeared first on Athletech News.

YMCA of the USA, the organization representing 763 YMCA associations in the U.S., has partnered with YMCA360, a digital health solution, to meet the digital needs of 11 million Y members.

The live and on-demand video platform offers group exercise classes, personal training, youth sports training and well-being classes, pickleball, martial arts, gymnastics, ballet, dance, challenges, Parkinson’s and cancer support.

YMCA360’s TV app and website will be available to members as an added benefit to their memberships. Only members of YMCA360 partners can access the platform.

The organization says its decision to collaborate with YMCA360 follows a commitment under Suzanne McCormick, president and CEO of Y-USA, to bring digital innovation to Y locations nationwide.

“The synergy created by the Y-USA/YMCA360 collaboration will elevate our shared vision for the future by providing our network of Y locations a first-class digital solution developed by the Y for the Y,” said Tom Gardner, senior vice president and chief information officer for Y-USA. “Our reputation and talent put YMCA360 in a class above anything else out there today.”

YMCA360, developed in 2020 by Greater Wichita YMCA, also offers cooking and nutrition classes, water safety and art instruction.

As a way to build community, the platform’s live and on-demand videos showcase Y instructors and experts who are trusted well-being leaders.

“YMCA360 was always intended to compliment the community that lives inside every Y branch by giving members the freedom to customize their health and fitness journey, wherever they may be,” said Ronn McMahon, president and CEO of the Greater Wichita YMCA.

YMCA360’s co-founder, Dan Dieffenbach, says the presence of the digital offering in 36 states and counting showcases its value to Y members.

“YMCA360 has created an innovative member experience, and we’re excited about this partnership with Y-USA,” Dieffenbach said. “Together we can provide Ys across the nation with an advanced platform for community engagement.”

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Peloton has inked a multiyear partnership with Liverpool FC, becoming the Premier League club’s first digital fitness partner.

The deal, designed to enhance the experience of the Liverpool and Peloton communities, will introduce fans to Peloton’s anywhere, anytime fitness content. The two will collaborate to provide exclusive LFC content on Peloton’s platform with promises of “unforgettable experiences” for Reds fans and Peloton members.

The connected fitness company also has a presence at Liverpool’s AXA Training Centre and the men’s team’s pre-season training camp in Germany. Peloton’s signature Bike, Tread and accessories are now available on-site to support the players’ training, fitness and well-being. 

In the future, Peloton will have an added presence at the LFC Women’s facility at Melwood. A launch video, filmed at the AXA Training Centre, was produced by LFC and Peloton to hype up the new partnership.

“We are delighted to welcome Peloton to the Liverpool FC family,” said Ben Latty, commercial director at Liverpool FC. “This is a truly unique partnership and we’re excited about growing and activating this meaningful relationship to benefit both LFC and Peloton communities.”

Latty added that Liverpool and Peloton will provide fans and Peloton members with exclusive content and memorable one-of-a-kind experiences.

“Peloton delivers an unparalleled fitness experience with thousands of classes across different fitness disciplines, expert instruction and great music,” said Charles Quartey, senior director of international marketing for Peloton. “The collaboration with Liverpool Football Club gives us an opportunity to introduce more people to the range of content Peloton offers.”

Peloton’s Shift From Hardware to Content 

The deal is one of the first after Peloton’s recent rebrand, where the company announced its intentions to shift away from hardware and put more emphasis on its digital content offerings. Peloton’s rebrand includes three subscription tiers, one of which is free. 

While recent filings reveal that hardware sales in Peloton’s U.K. division have slowed, the connected fitness company’s subscription revenue in the U.K. increased 89% over the prior year. 

Peloton CEO Barry McCarthy has also alluded to the connected fitness company identifying international growth as key, an area of the business he said Peloton would discuss more in the upcoming quarters. 

Peloton’s next earnings report is expected Aug. 24. 

The post Peloton Teams Up With Liverpool FC for Special Fitness Content appeared first on Athletech News.

Fortë has successfully closed another round of funding, which the live and on-demand streaming solution for gyms and studios will use to continue its growth.

The funding round, led by Elysian Park and The W Fund, included strong participation from Billie Jean King Enterprises, the Los Angeles Dodgers, SeventySix Capital, R/GA Ventures, How Women Invest, Mindshift Capital and Golden Seeds Venture Fund. Harvard Business School Angels and Golden Seeds Angels also participated.

Fortë founder and CEO Lauren Foundos confirmed to Athletech News that the company’s latest funding round was in the seven figures. Prior to this latest round, Fortë had raised $12.5 million.

“We are very excited to close a round of funding with strong institutional investors in this economic environment as valuations continue to slide, coupled with the Fed signaling more rate hikes ahead,” Foundos told Athletech News. “We have been working extremely hard to enhance our B2B, white-label video solution for gyms and boutique studios, and are gearing up to make a big announcement. Customer reception to this product has been extremely strong and we are seeing some of our strongest growth to-date in Q2 as it’s clear the omnichannel fitness consumer is here to stay.”

Fortë lists notable angel investors including Rosie Rios, former Treasurer of the United States, NSYNC’s Lance Bass, former NBA player Matthew Dellavedova and Reshma Saujani, founder of Girls Who Code. 

The company also confirms that Allyson Kapin, partner at The W Fund, Chris Dey, managing partner at Commerce City and former president of the New York Islanders, and Tony Deluca, a Wall Street executive, will join Fortë’s board along with Foundos and SeventySix Capital partner Chad Stender.

Fortë, a B2B company that builds white-label branded digital experiences for clubs, boutique studios, sports leagues and teams, and digital fitness offerings, has worked with brands including UFC Gym, MyCurves On Demand, Under Armour and 305 At Home.

The company bills itself as the fitness industry’s only premium live and on-demand streaming white-label digital solution.

Fortë’s platform offers content from boutique fitness classes covering barre, boxing, dance, yoga, Pilates, jump rope, TRX, meditation, HIIT, Tai Chi, cardio and metabolic burn. New content is available every day for members. 

To enhance membership growth, fitness businesses utilizing Fortë’s platform receive comprehensive monthly metrics highlighting which classes perform better live or on-demand as well as user feedback.

Fortë recently announced Holly Rilinger’s Lifted Method as a new partner after the meditation and strength training concept opened a new studio in East Hampton, N.Y. The Lifted Method is now delivered live with the assistance of the streaming platform, so fitness enthusiasts anywhere can enjoy a class. 

The video streaming platform announced a partnership with tech company LiveLike earlier this year to enhance virtual workouts. 

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Funxtion, a B2B digital fitness content platform, has partnered with EGYM to improve the member experience for gym facilities, a collaboration that the companies say will revolutionize the fitness industry.

EGYM, a Munich-based smart gym equipment and software company, will incorporate Funxtion’s personalized content into its member and training app as a result of the partnership. EGYM solutions are currently used in 15,000 locations worldwide. The fit tech company reported 200% year-over-year growth at the end of last year, with plans to double its footprint in North America.

“Integrating Funxtion’s content Platform with our Member and Trainer Apps will not only unlock more business opportunities for our enterprise customers but will also elevate our end-user experience,” said Philipp Roesch-Schlanderer, CEO of EGYM.

Both Roesch-Schlanderer and Ernst de Neef, CEO of Funxtion, see fitness industry leadership as putting members at the center of the customer journey, but they recognize that it requires teamwork.

“We have always been looking for entrepreneurial companies led by management teams following the ‘better together approach’ versus ‘silo builders’. That is why we are excited to work with Ernst, Mendel and the Funxtion team,” explained Roesch-Schlanderer.

With over 20 years of experience, Funxtion’s CEO, an industry veteran, has witnessed gyms transforming from “place-orientated” to increasingly “personal-orientated,” where fitness members are working out in the gym, at home and even on the go. 

“If we want to keep them loyal and engaged in this omnichannel journey, digital content is key. That’s why Funxtion and EGYM share a common ground: to enhance the member experience,” said de Neef.

Funxtion’s digital fitness content platform has helped gym group class attendance increase by 220%, the company said. Last year, the Netherlands-based company raised EUR 5.8 million in equity capital to accelerate its platform and fuel international growth, including in the U.S.

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FORM by Sami Clarke is a digital platform committed to demonstrating the effectiveness of taking just 30 minutes out of one’s day to exercise. Sami Clarke, a health and wellness trainer and fitness influencer, has taken social media by storm, creating a strong community of followers, many of whom are now part of the FORM community. After learning about Clarke’s mission, I decided to try FORM.

FORM Pros

FORM’s workouts range from 20-40 minutes, which are shorter than many alternatives. Despite their shorter length, the classes are efficient, with few breaks. In addition, many of the classes are designated “no repeat” workouts, which I found more engaging.

Clarke leads all the workouts herself, which creates a consistency across the digital platform that’s becoming increasingly unique. The platform also offers designated programs to help with accountability, and its interface is beautiful and easy to navigate. Although some influencers come off as insincere, Clarke, through the screen, seemed down-to-earth and straightforward. There were no overly effusive motivational speeches, just efficient, effective workouts, which I appreciated.

FORM also has 7-day and 14-day meal plans that are accompanied with grocery lists, recipes, and tips for mindful eating. Although the initial grocery list was quite long, many of the ingredients were meant to last beyond the meal plan to empower users to further implement healthy eating practices. Some of the best recipes were the “Overnight Antioxidant Protein Chia Pudding” and the “Sweet Potato Nachos.” I found particularly helpful some of the practical notes in the recipes surrounding leftovers and how to meal prep efficiently.

FORM Cons

Pilates purists may take issue with Clarke’s integration of contemporary elements to the practice, such as faster pacing and compound movements. However, those who are open to new variations may prefer the more modern takes on the practice of Pilates.

In addition, many of the workouts require equipment. If you are someone who has dumbbells and ankle weights lying around, you’re likely all set, but others might need to build up their home gym.

While the meal plans were overall very well designed and easy-to-follow, the one downside was that they were not built into the digital platform, but linked as PDFs. One potential upgrade could be embedding digital recipes and grocery lists into the platform.

FORM Overall Verdict

FORM by Sami Clarke is a great platform for the time-starved who love low-impact but high intensity workouts and who appreciate consistency from both their instructors and workout routines. It’s also a great option for someone who wants to go from following Clarke’s wellness journey on social media to seamlessly implementing her tips and best practices.

Check out FORM at https://digital.joinform.co/. Memberships start at $22 monthly or $119 annually.

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UK-based virtual fitness solutions provider Wexer has acquired Intelivideo, a digital fitness experience provider, significantly boosting its presence in the U.S. market.

Wexer CEO Paul Bowman stated that the company has long planned to scale via acquisitions to consolidate the digital fitness sector, with Intelivideo leading the way.

“This Intelivideo deal is the first such acquisition, instantly and significantly growing Wexer’s presence, customer base and revenues in the U.S. market. It’s a very exciting step for us as we look to expand our footprint across multiple markets and verticals to become the leading global fitness and wellness content provider,” Bowman said.

Wexer’s CEO has said that to survive in a post-pandemic environment, fitness operators must adopt and embrace a physical-digital model and that the fitness industry is “ripe for digital transformation.”  

The deal will offer Intelivideo customers new technology, content, and partnership opportunities, said Intelivideo CEO Matt Given.

“Wexer’s acquisition of Intelivideo is great news for us, our clients and their members. As digital fitness becomes a key weapon for fitness brands, Wexer’s leading technology platform and content distribution opportunities represent a huge opportunity for the premium Intelivideo client base,” Given said.

He added that Wexer has a long–term outlook on fitness and wellness, and Intelivideo will bring not only expertise in the VOD, live streaming, and digital tech space but a customer base of “digital pioneers.”

Last year, Wexer launched Virtual Connect, allowing fitness clubs to upload their content into the Wexer Player to enable on-demand and scheduled use.

Bowman has stated that this will be a “pivotal year” for Wexer, but it will not be easy with a global recession looming. Nonetheless, he reported a “steady rise” in health, fitness, and well-being spending and non-discretionary consumer spending.

Bowman revealed that Wexer’s technology development team and sales and marketing division would expand this year.

The fitness technology firm appointed a new Global Marketing Manager, Claire Evans, in January. Evans, who joined Wexer from fit tech agency SweatWorks, will oversee the expansion of Wexer’s global fitness and wellness opportunities.

“As we ramp up for growth, this new team will bring valuable knowledge and expertise across new markets and new verticals. There’s a real buzz about Wexer right now, and the talent we’re attracting proves it,” Bowman wrote in an open letter on Wexer’s blog.

Wexer will join the global fitness industry at IHRSA 2023 in San Diego March 20-22.

The post Acquisition Alert: Wexer Acquires Digital Fitness Experience Provider Intelivideo; Wexer CEO Says 2023 is a ‘Pivotal Year’ appeared first on Athletech News.